Wijaya, Mochamad Rafi Febriansyah (2026) EFEK KOMUNIKASI PEMASARAN TERPADU AKUN TIKTOK @BLEUTTTERFLY PADA MAHASISWA GENERASI Z UNIVERSITAS PASUNDAN. Skripsi(S1) thesis, FISIP UNPAS.
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Abstract
The development of social media has encouraged changes in marketing communication, one of which is through TikTok, a platform widely used by Generation Z. The TikTok account @bleuttterfly utilizes the platform to promote various products through engaging and informative short-video content. This study aims to determine the effects of marketing communication conducted by the TikTok account @bleuttterfly on Generation Z students at Pasundan University. The research employed a qualitative approach with a descriptive method. Data were collected through interviews, observations, and documentation. The analysis used the AIDA model (Attention, Interest, Desire, Action), while the concept of Integrated Marketing Communication (IMC) served as the theoretical foundation for understanding the marketing communication practices implemented. The results indicate that the marketing communication of the TikTok account @bleuttterfly is able to generate audience attention, interest, desire, and action toward the promoted products. These effects are formed through attractive visual presentations, relevant product information, product usage experiences, and easy access to purchasing features available on the TikTok platform. Keywords: marketing communication effects, TikTok, Generation Z, AIDA, IMC.
| Item Type: | Thesis (Skripsi(S1)) |
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| Subjects: | S1-Skripsi |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi 2026 |
| Depositing User: | S.Si Mochamad Yogi |
| Date Deposited: | 01 Jul 2026 06:46 |
| Last Modified: | 01 Jul 2026 06:46 |
| URI: | https://repository.unpas.ac.id/id/eprint/83689 |
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